FLIKEA – Creating a Low cost IKEA Airline for April Fools

Challenge

April Fools Day is a popular calendar event for brands to create fun and engaging content. With all brands desire to be involved in the April Fools Day conversation, we were challenged to create an engaging yet realistic idea that would get the attention of consumers and media.

Culture

The team understood that appropriately timed and humorous content has the capabilities to positively engage global audiences.

Creativity

We created a piece of content and supporting press release announcing that IKEA had unveiled plans to launch the world’s first nonstop flight from Australia to Sweden as part of its launch for a low cost airline named FLIKEA. The airline would be due to launch in 2019 and will utilise the five dimensions of Democratic Design unique to IKEA including exceptional form, quality, sustainability, function and price. The image was posted to Ikea Australia’s Facebook page and supported by paid. The press release was seeded to a small selection of targeted, Australian news media.

Clout

79 pieces of media coverage with 259+ million opportunities to see through editorial coverage. It started conversations both domestically and abroad, with key media outlets including News.com.au, The Today Show, Mashable, and Channel 9 News all covering the story. More than 10,000,000 Australians reached via social media and over 200,000 reactions to the content on social.